Biggans Böcklingpastej

The new packaging design for Böcklingpastej, a smoked herring fish paste. Biggans is a small family owned company creating products for the Swedish market since 1952. The packaging refresh aims to attract the younger audience and stand out from other competitors on the shelves. The concept was built on the tagline, “a box full of ocean.” Each fishpaste is designed in a fish scale and the display cardboard box reveals a set of oceanic illustrations. When the box is full, it’s a sea of fish. When it’s empty, it reveals the seabed.

Designed at Bedow
Image: Courtesy of Bedow

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